The overall brief includes creative PR campaign development and activation, including experiential events, for sponsorships that include London 2012. The work is expected to lead to further activation of sponsorships work for other Eurostar-backed events.

Eurostar head of sponsorship Nina Ferrier said that Havas was ‘a great fit for us’ because it ‘combines creative thinking with an in-depth understanding of sport and its audiences’.

The Havas Sports and Entertainment team will be led by global VP for strategic planning, marketing and comms Fredda Hurwitz, and will involve the creative, PR and experiential departments from the UK, France, The Netherlands and Belgium offices.

Havas Sports & Entertainment global CEO and president Lucien Boyer said: ‘Over the coming year Eurostar will be creating a programme of events that will bring together culture, sport and entertainment from across Europe and we look forward to helping them share their stories with the public.’

Eurostar is a tier three sponsor of London 2012, in addition to being the official international rail services provider for the Olympics.

Eurostar will be providing arrival and departure services at St Pancras International for those competing and working at the Games who are travelling to London on its trains.

The news comes after the company revealed it has begun a search for a roster of agencies to provide creative and advertising services across its core markets of the UK, France and Belgium.

The successful agency or group of agencies may also assume responsibility for Eurostar’s international and emerging markets.